Marketing Leadership

University of Limerick

Course Description

  • Course Name

    Marketing Leadership

  • Host University

    University of Limerick

  • Location

    Limerick, Ireland

  • Area of Study

    Leadership, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    Prerequisites: MK4002

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Rationale and Purpose of the Module: This module aims to underline the strategic importance of marketing. To this end, it aims to investigate the relationship between marketing and the other functional areas within the business. Further, it seeks to delineate the nature of the marketing management process and to explore the role of marketing planning. Finally, the module attempts to critically evaluate the marketing vision.

    Syllabus: The module addresses the marketing vision and suggests how the marketing planning and management process contribute to and deliver upon such a vision. Next the module addresses the relationship between marketing and the other functional areas, and assesses the role of marketing in the boardroom. The module also considers value-based marketing and the application of marketing techniques internally within the organisation's marketing. As such the module will critically consider the potential for organisational renewal through marketing.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.